Germany – Profit Growth for Chinese E-Commerce Marketplaces 

The German Retail Federation, one of the most essential retail associations in Germany, conducted an in-depth analysis of e-commerce sales in the country, orchestrated by the Chinese e-commerce marketplaces Shein and Temu. 

The report is based on an in-depth review of e-commerce sales trends in the country, the classification of market share between e-commerce MVPs, consumer behaviour, and the effects of fast fashion and “cheap” products designed to level the playing field with local retailers. 

The sales income of Shein and Temu is also continuously growing in Germany. Even though the latest report indicates that marketplaces, when combined, account for between 3% and 4% of all sales, their sales volume is increasing rapidly. 

Even though the number of reports indicates that most products available on these marketplaces are labelled as unsafe or even dangerous under EU standards, most shoppers simply ignore this fact and buy more “cheap” things. 

The forecast for 2025 indicates that these two marketplaces, combined, will generate sales of around EUR 3-3.5 billion. Alibaba Group remains the leading Chinese e-marketplace in Germany by sales volume. 

The undisputed leader in sales through electronic marketplaces is Amazon, which accounts for roughly 55% of all online marketplace sales. 

The German Retail Association, alongside other reputable business associations, is unequivocally supporting reform of the EU Customs framework to eliminate customs duty relief for low-value parcels shipped outside the EU.